There Are Lots of Iconic Serums Out There, But These 8 Hidden Gems Eclipse Them

With so many serums available to choose from, it can be hard to know which ones actually deserve your attention. There are the TikTok-viral serums that pop up on my For You page, the holy-grail serums recommended by derms, and the serums that are so popular they're basically famous (looking at you, SkinCeuticals C E Ferulic)

Just because a serum hasn't quite reached mainstream status yet doesn't mean you should discount it. There are plenty of lesser-known serums out there that have become complete game changers in my skincare routine. Since I have my own favorites, I decided it's about time to ask the rest of Who What Wear's beauty team about the underrated serums they swear by.

Read on to discover which hidden gems our beauty editors can't (and won't) stop using.

Maya Thomas, Assistant Editor


(Image credit: @itsmayalala)

Erin Jahns, Beauty Director


(Image credit: @erin_jahns)

Shawna Hudson, Associate Beauty Editor


(Image credit: @shawna_hudson)

Caitie Schlisserman, Beauty Director, Branded Content


(Image credit: @c__bellamy)

Kaitlyn McLintock, Associate Beauty Editor


(Image credit: @kaitlyn_mclintock)

Katie Berohn, Beauty Editor


(Image credit: @ktberohn)

Next up, The Best Aesop Fragrances, Ranked by Me, a Fragrance Obsessive

Maya Thomas
Assistant Beauty Editor
Maya Thomas is Who What Wear's assistant beauty editor based just outside of Seattle, Washington. Her strong love for all things beauty and fashion stems from a strong childhood interest in the fine arts. During a gap year spent in Paris studying the history of French fashion, she shifted her focus to English literature and journalism as a student at Loyola Marymount University with the goal of one day pursuing a career in fashion. After graduating in May 2021, Maya began freelancing for as a contributing commerce writer while also building a following on her lifestyle blog, When she's not writing, Maya spends her free time catching up on reading, perusing art galleries, and enjoying a night out at the ballet every now and then.